This phrase refers to the strategic marketing efforts of the Morrell Company, a prominent manufacturer of archery targets, aimed at affluent archery enthusiasts. These individuals, often referred to as “high rollers,” invest significantly in premium archery equipment and accessories. This demographic represents a lucrative market segment for Morrell, prompting the company to tailor product development, marketing campaigns, and distribution strategies to cater specifically to their needs and preferences. An example might be the development of a high-end, technologically advanced target designed for long-range practice with premium materials.
Focusing on this niche allows Morrell to command higher price points, build brand loyalty within a discerning customer base, and potentially achieve greater profit margins. By understanding the specific demands of experienced archers who prioritize performance and quality, Morrell can differentiate itself from competitors and solidify its position as a leading provider of top-tier archery targets. This strategy aligns with a broader trend within the archery industry toward specialization and catering to increasingly sophisticated consumer preferences.